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Please read the Smart Speaker file. Every marketing plan must include a section showing how the company will use marketing communications. The question is not whether to communicate, but rather what to say, to whom, how to say it, how often, and which promotional tools to use. You are responsible for planning integrated marketing communications for Amazon’s Echo (Alexa). Review the strategies you previously documented in the marketing plan for the targeting, positioning, branding, product management, pricing, and distribution of the Echo. Now use your knowledge of communications to answer these questions:
Understanding Marketplace
1)How did the Amazon become the dominant competitor in online-retailing industry?
2)What sources of competitive advantage were Amazon able to develop to support their growth?
3)Where were/are they vulnerable?
4)How can Amazon avoid competitive myopia?
2. Designing Customer driven strategy
Please provide a detailed description of the typical customer in terms of key demographic, lifestyle, geographic and product use behaviors.
Choose one targeting strategy from 4 types below and support your decision.
Please write your project company’s positioning statement.
3. 4P Implementation plans
Product
Analyze the 3 levels of Alexa’s product/services (Figure 8.1).
The process that leads to consumers’ adoption of an innovation is illustrated in Figure 8.5. Which step is the most critical one for your company?
Which marketing efforts are essential to move forward from there?
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